Google has been announcing the withdrawal of the well-known cookies for some time and, finally, the estimated date is the second half of 2024. The measure taken by the technology giant significantly revolutionizes the advertising sector and its consequent contribution to the business fabric for the collection of user data.

Data deprecation is an issue that companies and brands must take into account as it means that they can no longer use consumer data that has not been obtained in a transparent manner and following regulations. 

That is, the deprecation of consumer data “means that it is no longer recommended that companies and brands make use of the data they have obtained for years because, although it is legally recognized, the old regulations did not sufficiently protect consumers.” the users”.

In this blog, we will analyse data deprecation, how it affects businesses, and how the best SEO company in Baltimore, such as Exnovation, has to deal with it. We invite you to continue reading, to know more.

What is Data Deprecation?

The term “deprecated” means that although something is available or allowed, it is not recommended. If it must be used, calling it “deprecated” indicates that its flaws are recognized.

This is precisely what is happening with consumer data: brands have had unlimited access to this data for years, but it is only recommended to be used if it is consented, compliant, transparent, and exploitable.

There are currently four forces in the digital scene that make it difficult for brands, digital marketing companies and PPC agencies in Baltimore to collect and exploit consumer data:

• Large Internet Players limit data sharing to enhance privacy defences. The end of third-party cookies, as announced by Google a few years ago, is a perfect example of this. Another example is Apple’s strict confidentiality policy. Brands have relied on this type of data for years for targeting purposes, but it will soon be unavailable.
• Data Protection Regulations, such as the GDPR in Europe or the CCPA in California, have emerged in different countries in recent years. They are increasingly strict and sanctioning, imposing high fines.
• Tech Giants like Apple, Amazon, Google, and Facebook are increasingly using walled gardens. This technology allows the service provider to control all applications, content, and media and restrict access to unauthorized external users.
• Raising Consumer Awareness and Measures to Limit Data Sharing, such as ad blockers. Consumers are increasingly aware of how their data is collected and used. It is estimated that 42.7% of Internet users currently have an ad blocker activated in their browser. This technology has spread beyond computers to mobile devices and tablets in recent years. The main reasons for using this technology are the number of ads consumers are exposed to, the irrelevance of the messages, and the intrusion factor.

What to do against Data Deprecation?

In response, marketing specialists and SEO companies in Baltimore are conducting studies to promote the use of tools by companies that help them gather valuable information from their clients while respecting their privacy and brand ownership. The proposed solution is to gather user information through interactive and loyalty marketing using methods such as first-party data.

So, what can brands do to establish a more respectful and regulatory-compliant relationship with their audience? Here are three measures to address data deprecation:

• Evaluate your current data collection strategy. It’s important to understand the type of data being collected, ensure that all collected information is used, and determine if the data is stored in a single location, organized, and integrated with the marketing solution providers you use.
• Review the regulatory compliance of your data. With the impending disappearance of third-party cookies, it’s crucial to have a data collection strategy that aligns with new data protection regulations. This involves obtaining permission from audiences to collect and use their information, as well as explaining the intended use of the data.
• Collect first and zero-party data. First and zero-party data are voluntarily provided by users to companies and brands when they visit a website or seek to enhance their experience. This type of data is the best solution to data deprecation as it is obtained with respect.

Advantages of First-Party Data

According to the best SEO companies in Baltimore, among the main benefits that the data collected through first-party entails is respect for user privacy or proving to be a foolproof method for collecting useful information for brands. However, there are other advantages to take into account when collecting data using this method.

One of the main advantages to highlight is the reliability provided by first parties because, as they are collected directly from the users themselves, this information is more precise and reliable. This translates into higher quality and potentially more relevant data for businesses.

Furthermore, the information collected in this way is a way to guarantee the legality of its origin. It is the respondents themselves who are providing this data voluntarily and for what purpose it will be used, so its privacy and protection are guaranteed.

On the other hand, since the data is collected by the brand itself, it belongs to them, resulting in economic savings by not needing to allocate part of the organization’s budget to the acquisition of third-party databases. It is, therefore, a way to allocate that budget to different objectives.

Does this Approach Work?

Different studies show that company audits are key to their evolution and competitiveness. Knowing first-hand the opinions of third parties about the brand helps significantly.

By gaining audience insights, SEO companies in Baltimore can better understand their target audience and communicate with them in a more personalized way.

L’Oréal EMEA is the perfect example of how a well-designed and structured strategy can have multiple advantages. The multinational launched a European data collection program integrated into its CRM, which has allowed all its brands to attract new customers while enriching the information of their existing customers, always under the new data protection laws.

• 1. Increase the number of contacts in your database.
• 2. Improve the quality of these contacts.

In just over a year, they launched more than 700 campaigns with 5.5 million users and between 60-70% of accounts created per campaign.

In Conclusion

Data deprecation is a serious concern for brands. They can no longer use consumer data that they have not obtained transparently and in compliance with regulations. In the future, to maintain contact and build relationships with their audience, brands will need to collect usable and consented data. First-party and zero-party data are the ideal solutions, and one of the most effective ways to collect them is through interactive marketing.

Exploiting new ways to gather data. Interactive marketing and loyalty programs are among the strategies that brands and companies can implement to gain a better understanding of their audiences, discern their needs, and recognize their expectations, all while adhering to the new data protection laws. 

Exnovation is a leader in digital marketing and is currently at the forefront of implementing innovative measures. We offer innovative solutions that keep up with the changing tides of the vast ocean that is the Internet. Contact us, and we will be your best ally for your digital marketing campaign.

Disclaimer 

Data Deprecation and the Future of Search Engine Marketing is an independent blog and is not affiliated with L’Oréal. Any references to this brand are purely for informational purposes and to provide context for the content discussed in this blog post. Data Deprecation and the Future of Search Engine Marketing acknowledges the trademark rights of this brand and does not claim ownership/copyright over any of its intellectual property.